Content about Purex

July 16, 2012
Increased performance cleans up in detergents

Laundry detergent manufacturers are betting that consumers will pay more for products that offer increased convenience and better performance. A number of new products that have entered the market recently have brought innovation and excitement to a flat category that hasn’t seen much change in three decades.


Laundry detergent manufacturers are betting that consumers will pay more for products that offer increased convenience and better performance. A number of new products that have entered the market recently have brought innovation and excitement to a flat category that hasn’t seen much change in three decades.


June 10, 2011
Henkel doubling production of Purex Complete crystals softener to meet consumer demand

Consumer demand has prompted Henkel to double production for one of its Purex products.

SCOTTSDALE, Ariz. — Consumer demand has prompted Henkel to double production for one of its Purex products.

The company, which introduced the Purex Complete Crystals softener earlier this year, said that its plants have operated at full capacity since the launch of the in-wash fabric softener to keep up with the unprecedented demand.

To mitigate the number of product shortages until August, Henkel announced that it would suspend production of Purex Complete Crystals softener's Tropical Splash variety, which is 1-of-3 scents the brand produces.

January 6, 2011
Henkel looks to shake up laundry category

A new fabric softener from Henkel is sure to revolutionize the laundry category.

NEW YORK — A new fabric softener from Henkel is sure to revolutionize the laundry category.

Henkel has rolled out its Purex Complete crystals softener, which can be directly added to laundry at the beginning of every wash cycle. Unlike traditional oil-based softeners, this innovative product infuses fibers with long-lasting fragrance. The softener also is 100% safe to use on baby clothes and children’s sleepwear.

October 19, 2010
Stefan Sudhoff to lead Henkel Consumer Goods

Henkel AG & Co. KGaA has appointed Stefan Sudhoff, corporate SVP cosmetics/toiletries at Henkel, to...

SCOTTSDALE, Ariz. Henkel AG & Co. KGaA has appointed Stefan Sudhoff, corporate SVP cosmetics/toiletries at Henkel, to lead Henkel Consumer Goods. Sudhoff succeeds Georg Baratta.

Henkel Consumer Goods is headquartered in Scottsdale and markets such consumer brands as Dial soaps, Right Guard antiperspirants, Purex laundry detergents and Renuzit air fresheners. Henkel purchased The Dial Corp., located in Scottsdale, in 2004.

June 8, 2010
Industry group names Henkel best marketer for moms

The Marketing to Moms Coalition awarded a laundry detergent brand for honoring, empowering and respecting...